THE EFFECT OF PRODUCT QUALITY AND PRICE ON CUSTOMER LOYALTY MEDIATED IN MILKFISH PURCHASE DECISIONS INFLUENCE OF PRODUCT QUALITY AND PRICE ON CUSTOMER LOYALTY, WITH THE ROLE OF PURCHASE DECISIONS REGARDING BANDANG FISH

Abstract

The aim  to analyze the effect quality of product product, price on loyalty of customer, with purchase decisions as a variable of mediating. Case study on milkfish customers at the Gresik Fish Auction Market. Study design/methodology/approach:  The sample was determined used a purposive of sampling and respondents total 152. The analyzed of data using SEM PLS with SmartPLS 4.0. Findings: that first hypothesis of product quality: it’s a positive and significant effect on customer loyalty; second, price: it’s a positive and significant effect on purchase decisions; third, price: it’s a positive and significant effect on customer loyalty; fourth, purchase decisions it’s a positive and significant effect on customer loyalty; and fifth, price has a positive and significant effect on loyalty of customer mediated by purchase decisions. Originality/value: This research provides empirical evidence that product quality directly forms loyalty in traditional market commodities without needing a complex decision process. It is hoped that the results will be useful for local fish entrepreneurs to formulate effective pricing and quality control strategies.